Terence Kawaja and Dave Morgan are Bullish on the Ad Economy Bouncing Back Post-Covid, but Think Some Media Investors are ‘Whistling Past the Graveyard’

Next in Media talked with Cognitiv CEO Jeremy Fain about what ad industry execs really need to understand about the difference between LLMs and Deep Learning and Computer Vision -and how all this stuff is actually going to shake up advertising - or not.

Takeaways

• Deep learning is a powerful tool in performance advertising, allowing for more efficient and effective targeting of impressions.

• Deep learning differs from traditional machine learning in its ability to generalize and understand complex patterns and contexts.

• The death of cookies presents challenges for the industry, but deep learning algorithms can still deliver strong performance by leveraging other signals and data.

• Transparency and customization are key factors in successful media buying, and deep learning can provide insights and analytics to support these efforts.

Chapters

00:00 - Introduction and Background

00:31 - The Origins of Cognitiv

01:27 - Understanding Deep Learning

04:33 - The Power of Deep Learning

06:01 - The Role of Generalization in Deep Learning

09:24 - The Focus on Performance Advertising

10:13 - The Evolution of Deep Learning

11:19 - Large Language Models and their Training

15:44 - The Use of Deep Learning in Media Buying

21:16 - The Implications of the Death of Cookies

25:07 - The Role of AI in Media Buying

27:17 - The Future of Generative AI

31:06 - The Impact of the Cookie's Demise

35:35 - Transparency in Media Buying

Guest: Jeremy Fain

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch.

Takeaways

• YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms.

• Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising.

• TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children.

• Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms.

• Creators have a unique connection with their audience that traditional media and brands should understand and leverage.

Chapters

00:00 - Introduction and Background

01:22 - YouTube's Subscription Model

04:11 - Challenges of Transitioning to a Subscription Model

05:27 - The Potential of Windowing Content

06:31 - The Rise and Fall of Vessel

07:35 - The Role of Brands in the Creator Economy

09:46 - Brands' Allocation of Resources

10:43 - Trends and Challenges in TikTok

13:05 - Competition from TikTok Copycats

15:52 - Challenges at Twitch

23:33 - The Potential of Creators Forming Their Own Network

26:49 - The Unique Connection Between Creators and Their Audience

Guest: Jim Louderback

Host: Mike Shields

Produced by: Fresh Take

Next in Media spoke with Kelly Metz, Chief Investment Officer, OMD USA about why she's not shedding a tear for third party cookies, whether the currency wars are dying, and the different between YouTube and TikTok when it comes to grabbing TV budgets.

Guest: Kelly Metz

Host: Mike Shields

Sponsored by: Publica

Produced by: Fresh Take

Mike Shields sat down with Kochava CEO Charles Manning to talk about how the mobile marketing world sees the end of cookies after having gone through Apple's ID changes a few years ago - and why mobile ad companies have any business moving into CTV.

Guest: Charles Manning

Host: Mike Shields

Sponsored by: Publica

Produced by: Fresh Take

Next in Media talked with Ryan Meerstein, Managing Partner at Targeted Victory, about the state of digital advertising for the 2024 election. Ryan talked about why his job is harder than ever, in a post cookie, post Cambridge Analytica, disinformation heavy world - and why candidates plan to ramp up spending regardless.

Guest: Ryan Meerstein

Host: Mike Shields

Sponsored by: Publica

Produced by: Fresh Take

Next in Media spoke to Ben Mathews, general partner at Night Ventures, about creators like Mr. Beast becoming product marketing moguls, where investors are looking to spend in the creator economy, the latest on TikTok and ongoing woes at Twitch.

He highlights the shift in funding and customer acquisition strategies, with a focus on talent-led businesses. Matthews emphasizes the success and influence of Mr. Beast and the unique approach he takes to his business. He also discusses the challenges and opportunities in the creator economy, including the limitations of automating the industry and the potential for creators to launch their own products. Matthews concludes by discussing the impact of the disappearance of cookies on the advertising industry.

Takeaways

• The creator economy is on the rise, with talent-led businesses gaining traction and changing the way customer acquisition is approached.

• Mr. Beast is a prime example of a creator who has successfully monetized his audience and treated his business like a hypergrowth startup.

• The advertising market in the creator economy is disorganized and challenging, with a lack of automation and data available for both creators and advertisers.

• The disappearance of cookies and the shift towards a cookie-less internet will have significant implications for the advertising industry.

Chapters

00:00 Introduction and Background

02:16 The Rise of the Creator Economy

03:25 The Role of Knight Ventures in the Creator Economy

04:53 The Shift in Funding and Customer Acquisition

06:30 The Changing Landscape of Direct-to-Consumer Brands

08:14 The Influence and Success of Mr. Beast

09:46 The Business Approach of Mr. Beast

11:37 The Marketing Challenges in the Creator Economy

13:30 The Advertising Market and YouTube

16:08 The Limitations of Automating the Creator Economy

18:03 The Opportunity in the Middle Tail of Creators

19:08 The Potential for Creators to Launch Products

21:11 The Role of Short-Form Content Platforms

22:29 The Challenges of Monetizing Gaming Content

25:15 The Disappearance of Cookies and its Impact on Advertising

26:30 Conclusion

Guest: Ben Mathews

Host: Mike Shields

Sponsored by: Publica

Produced by: Fresh Take

Mike & Ari talk Google earnings, Sandbox, and whether anyone cares about Tech and Congress.

They also express concerns about the future of advertising and the impact of privacy changes. The conversation touches on Google's earnings and the success of YouTube. They discuss the congressional testimony and its limited impact on advertisers. The conversation also explores the challenges faced by journalism and the ownership of publications. They share podcast recommendations and discuss the upcoming Super Bowl and a unique advertising stunt. The conversation concludes with a discussion on the attacks on pop culture figures by Republicans.

Takeaways

• The privacy sandbox and the future of advertising are topics of concern in the industry.

• Google's earnings and the success of YouTube are noteworthy.

• Congressional testimony has limited impact on advertisers.

• The challenges faced by journalism and the ownership of publications are discussed.

• Podcast recommendations and the upcoming Super Bowl are mentioned.

Chapters

00:00 Introduction and IAB Conference

01:17 Criticizing the Privacy Sandbox

02:10 Concerns about the Future of Advertising

03:17 The Impact of Privacy Changes on Advertising

04:02 Google's Earnings and YouTube's Success

05:19 The Perception of Google's Performance

06:14 The Future of Search and AI

07:38 Congressional Testimony and its Impact on Advertising

08:46 Advertisers' Response to Social Media Failings

09:45 The Influence of Advertisers on Social Media Platforms

10:30 The Potential Breakup of Google's Network Business

12:06 The Decline of Digital Publishing

13:09 The Challenges Faced by Journalism

14:15 Ownership of Publications: Billionaires vs. Private Equity

15:16 The Possibility of Government Funding for Journalism

16:31 Media Consumption and Podcast Recommendations

18:15 Disappointment with the Pivot Podcast

19:37 Expectations for Super Bowl Ratings

20:18 Flash Talking's Super Bowl Ad Stunt

21:13 Taylor Swift and Political Endorsements

22:45 Republicans' Attacks on Pop Culture Figures

Next in Media spoke to Tim Huelskamp, founder and CEO of 1440 Media, about how the company built a media business of 3 million plus daily readers by focusing on non partisan news and treating a newsletter like a direct to consumer brand.

Tim discusses the history and mission of the daily email newsletter. He explains how 1440 aims to provide comprehensive and non-partisan news to busy professionals who want to stay informed across various topics. Tim shares insights into the company's business model, including their focus on unit economics and paid growth. He also discusses the value of attention and the importance of brand safety in working with advertisers. Tim explores the potential for expansion into new areas and verticals, as well as the future of newsletters in the creator economy.

Takeaways

• 1440 aims to provide comprehensive and non-partisan news to busy professionals across various topics.

• The company focuses on unit economics and paid growth to monetize their audience and ensure profitability.

• Brand safety is a priority for 1440, and they work with advertisers who value their brand-safe environment.

• The future of newsletters is promising, with the potential for more creators utilizing the medium to share knowledge and engage with their audience.

Chapters

00:00 Introduction and Background

03:00 The Birth of 1440

06:00 The Need for Comprehensive and Non-Partisan News

09:00 Business Model and Growth Strategy

12:00 The Importance of Unit Economics

15:00 Paid Growth and the Value of Attention

18:00 Working with Advertisers and Brand Safety

21:00 Expanding into New Areas and Verticals

24:00 The Future of Newsletters and the Creator Economy

29:00 Closing Remarks

Guest: Tim Huelskamp

Host: Mike Shields

Sponsored by: Kochava

Sponsored by: Publica

Produced by: Fresh Take

We touch on Netflix, the Currency Wars, Amazon Prime ads, and the bloodbath in digital media.

In this episode, Mike and Ari discuss the recent challenges faced by the digital media and journalism industry, including layoffs and declining ad revenue. They explore the impact of social and search platforms on journalism and the rise of AI-generated content. The conversation also touches on the decline of newspapers and the short-sightedness of pay-to-link legislative efforts. They then shift their focus to the dominance of Netflix in the streaming industry and its advertising trajectory. The discussion concludes with a mention of Amazon Prime's advertising moves and the potential reaction of consumers to ads on the platform.

Chapters

00:00 Introduction and Hangover

00:26 Brutal Week for Digital Media and Journalism Industry

02:10 Impact of Social and Search on Journalism

03:12 AI-generated Content and SEO

03:59 Short-sightedness of Pay-to-Link Legislative Efforts

06:05 Decline of Journalism and Newspapers

07:19 Trends in the Advertising Market

09:00 Decline of Journalism and Rise of Fake Content

09:39 Netflix's Dominance in the Streaming Industry

10:29 Nielsen's Resilience in the TV Currency Wars

12:20 Netflix's Advertising Trajectory

14:19 Netflix's Success in Licensing Content

16:08 Netflix's Deal with WWE and Advertising Strategy

17:11 Amazon Prime's Advertising Moves

19:20 Consumer Reaction to Ads on Prime Video

20:39 Importance of Free Shipping in Prime Membership

21:19 Conclusion

Next in Media sat down with Google's Senior Director of Product Management Victor Wong to break down what is really going on now that cookies are going away, while trying to help make sense of this vitally important new digital ad targeting initiative.

Wong discusses the journey towards improving privacy on the web and the development of the Privacy Sandbox. The Privacy Sandbox is a set of privacy-preserving technologies that support various web functionalities, including online advertising. Wong explains the different APIs within the Privacy Sandbox and how they can be used to replace third-party cookies while protecting user privacy. He also addresses concerns about transparency, confusion in the industry, and the role of AI in the future of advertising. Wong emphasizes the importance of collaboration and adoption within the industry to ensure a successful transition to a more private web.

Takeaways

• The Privacy Sandbox is a set of privacy-preserving technologies developed by Google to improve privacy on the web.

• The Privacy Sandbox includes various APIs that allow developers to build new solutions while protecting user privacy.

• The transition from third-party cookies to the Privacy Sandbox is a complex process that requires collaboration and industry-wide adoption.

• The Privacy Sandbox aims to provide transparency to brands while protecting user privacy and offering effective advertising solutions.

Chapters

00:00 Introduction

00:40 The Journey to Privacy Improvement

02:11 Timeline Changes and Industry Collaboration

04:12 Understanding the Privacy Sandbox

05:30 Using Privacy Sandbox APIs

08:32 Transitioning from Third-Party Cookies

09:51 Targeting and Audience Extension

12:56 Different APIs in Privacy Sandbox

14:09 User Experience in the 1% Tracking Protection

16:29 Separation of Privacy Sandbox and Ad Sales

18:16 Addressing Confusion and Complexity

20:05 Deterministic vs. Probabilistic Approaches

22:47 Advancements in AI and Privacy

24:14 Transparency for Brands

25:47 Testing and Adoption of Privacy Sandbox

27:06 Google's Interest in the Open Web

Guest: Victor Wong

Host: Mike Shields

Sponsored by: Publica

Sponsored by: Kochava

Produced by: Fresh Take